KFC's "Ain't no small fry" digital marketing campaign isn't a classic social media success story. As the company's fries weren't getting positive feedback on Twitter, KFC flipped the traditional model of social media influencer marketing on its head and put money behind tweets that criticised the quality of their products, and eventually promote their new recipes. Against the initial guidance from Twitter, the brand showed an unexpected level of honesty and resilience with the story becoming one of the most read items in the UK news cycle. Here we look into what made this great social media campaign a digital marketing case study.
Watch the highlights featuring Hermeti Balarin (Mother London), Monica Pool (KFC) and Sam Waymont (Twitter)